Droga5 Appointed as Bosch's US Agency of Record

Creative agency Droga5 New York is announcing that it has been appointed Agency of Record for Bosch in the US, following a seven-month pitch focused on the consumer goods industry. This marks a pivotal moment for both companies as they collaborate to reshape and expand Bosch's presence in the US market across its Home Appliances and Power Tools divisions.

"It’s a privilege to work with Bosch as our agency of record (AOR), and our new relationship truly reflects the strategic alignment and creative synergy between our teams," said Scott Bell, chief creative officer at Droga5 New York. "From our initial strategic discussions, it was clear that we share a deep understanding of Bosch’s brand ethos and its ambitions for the US market. We’re really looking forward to creating work that not only highlights this understanding but also showcases our commitment to craft and creativity, as always.”

As the US agency of record, Droga5 will lead the creation of all creative campaigns for Bosch's Home Appliances and Power Tools divisions in the US for the next five years to help build and grow its brand in the US, with its first campaign set to launch at the beginning of 2025. The agency will be responsible for crafting compelling narratives and experiences for the brand and its consumers across various channels, including television, digital platforms, social media and trade shows, among others.

“We are thrilled to partner with Droga5, a world-class agency with an understanding of Bosch at a deep, strategic level,” said Boris Dolkhani, CMO at Bosch. "Our objective is to establish Bosch's Household and Power Tools products as household names across the US. And with Droga5's expertise and creativity, we're confident our collaboration will extend the #LikeABosch lifestyle in the US.”

Recently, Droga5 welcomed its new worldwide CCO Pelle Sjoenell, who previously served as the worldwide CCO of gaming and tech giant Activision Blizzard. In 2020, Droga5 was named Agency of the Decade by both Adweek and Ad Age, and in recent months, the agency was honored at Ad Age’s A-List & Creativity Awards, won 3 Grand Prix and more accolades at Cannes Lions’ Dubai Lynx Awards, became a Sports EMMY nominee, and has earned multiple recognitions from across the international agency awards’ circuit, including at The Clios, D&AD, The One Show, The Effies and Cannes Lions, among many others.